CONTENTS
Page No
CHAPTER -1 1-4
• INTRODUCTION
• OBJECTIVES OF THE STUDY
• SCOPE OF THE STUDY
• METHODOLOGY OF THE STUDY
• LIMITATIONS OF THE STUDY
CHAPTER -2 5-21
● COMPANY PROFILE
● BENEFITS OF ONLINE ADVERTISING
● SWOT ANALYSIS
CHAPTER -3 22-29
• DATA ANALYSIS & INTERPRETATION
CHAPTER -4 30-34
• FINDINGS
• SUGGESTION
• CONCLUSION
• BIBLIOGRAPHY
0
CHAPTER -1
INTRODUCTION
Myntra is a one stop shop for all your fashion and lifestyle
needs. Being India's largest e-commerce store for fashion and
lifestyle products, Myntra aims at providing a hassle free and
enjoyable shopping experience to shoppers across the country with
the widest range of brands and products on its portal. The brand is
making a conscious effort to bring the power of fashion to shoppers
with an array of the latest and trendiest products available in the
country.
Supply chain management (SCM) is the management of a network
of interconnected businesses involved in the ultimate provision of
product and service packages required by end customers(Harland,
1996). Supply chain management spans all movement and storage
of raw materials, work-in-process inventory, and finished goods
from point of origin to point of consumption (supply chain). Myntra
was established by Mukesh Bansal, Ashutosh Lawania and Vineet
Saxena in February 2007. Myntra’s headquarter is in Bangalore,
with regional offices in New Delhi, Mumbai and Chennai. It began
its operations in the B2B (business to business) segment with the
personalization of gifts, which included :- clothing, footwear,
cosmetics In 2010, the company shifted its strategy to becoming a
B2C (business to customer) oriented firm, expanding its catalogue
to fashion and lifestyle products. Myntra.com is ranked among the
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top 10 e-commerce companies in India . In the last 3 years, Myntra
has become the most popular destination for personalized products
in the country. Myntra.com is into the e-commerce (online
shopping) business. It is an online retailer of fashion and lifestyle
products in India. It began its operations in the B2B (business to
business) segment with the personalization of gifts, which included
:- clothing, footwear, cosmetics In 2010, the company shifted its
strategy to becoming a B2C (business to customer) oriented firm,
expanding its catalogue to fashion and lifestyle products.
Myntra.com is ranked among the top 10 e-commerce companies in
India . In the last 3 years, Myntra has become the most popular
destination for personalized products in the country. • Myntra
pioneered the personalization of sports jerseys and offered sports
jerseys of several cricket and football teams such as Team India, IPL
& FIFA . These jerseys could be personalized with a name and
number of the customer’s choice.
Online advertising, also called online marketing or Internet
advertising is a form of marketing and advertising which uses the
Internet to deliver promotional marketing messages to consumers.
It includes email marketing, search engine marketing (SEM), social
media marketing, many types of display advertising (including web
banner advertising), and mobile advertising. Like other advertising
media, online advertising frequently involves both a publisher, who
integrates advertisements into its online content, and an advertiser,
who provides the advertisements to be displayed on the publisher's
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content. Other potential participants include advertising agencies
that help generate and place the ad copy, an ad server which
technologically delivers the ad and tracks statistics, and advertising
affiliates who do independent promotional work for the advertiser.
Online advertising is a marketing strategy that involves the use of
the Internet as a medium to obtain website traffic and target and
deliver marketing messages to the right customers. Online
advertising is the use of internet as an advertising medium where
promotional messages appear on a computer screen. Since the
communication software or the browser reveals sufficient
information about the site’s visitors, online advertising can be
custom-tailored to match user preference. Many common online
advertising practices are controversial and increasingly subject to
regulation.
OBJECTIVES OF THE STUDY
To find out the mode by which the customer became aware of
myntra.com
• To reveal the satisfaction level of the customer
• To improve the services provided by the company for motivating
the customer
• To analyze the customer perception regarding the price of the
products
SCOPE OF THE STUDY
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Finding out the strengths and weakness of the Myntra. COM
• Finding the number of future purchases
• Finding the customer satisfaction and their means of awareness
of Myntra.com
• Finding the position among the competitors
• Finding out the perception of the customers about Myntra.com
• The main target is stronger supply chain and aggressive
acquisitions.
METHODOLOGY OF THE STUDY
The data used for the present research work is secondary data.
The data were collected from the official website of Myntra and
other website. The relevant literature was gleaned from books,
website and magazines.
LIMITATIONS OF THE STUDY
● The Limit in accessing the population for collecting data.
● The lack of time to carry out a survey.
● The lack of funding necessary to carry out a survey.
● The lower priority for carrying out a survey because of
competing urgent tasks.
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CHAPTER -2
COMPANY PROFILE
Company Name: Myntra
Founder – Mr. Mukesh Bansal
Myntra is an Indian fashion e-commerce marketplace company
headquartered in Bengaluru, Karnataka, India. The company was
founded in 2007 with a focus on personalization of gift items. By
2010, Myntra shifted its focus to the online retailing of branded
apparel. In May 2014, Myntra.com acquired by Flipkart to compete
against Amazon which entered the Indian market in June 2013 and
other established offline retailers like Future Group, Aditya Birla
Group and Reliance Retail. Established by Mukesh Bansal along
with Ashutosh Lawania and Vineet Saxena, Myntra was in the
business of on-demand personalization of gift items. It mainly
operated on the B2B (business-to-business) model during its initial
years. Myntra tied up with various popular brands to retail a wide
range of latest merchandise from these brands
HISTORY OF MYNTRA
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Myntra.com, an Indian e-trade organization of design and casual
lifestyle items, had it’s headquarter situated in Bangalore. Built in
2007 by Mukesh Bansal alongside Ashutosh Lawania and Vineet
Saxena, Myntra was in the trade of on-demand personalization of
gift items. It basically worked on the B2B model amid its
introductory years. By 2010, Myntra moved its center to the web
retailing of branded clothing. Somewhere around 2007 and 2010,
the online entrance permitted clients to customize items, for
example, T-shirts, mugs, mouse cushions, timetables, watches,
teddy bears, pendants and so forth. After just 3 years, Myntra turned
into India's biggest personalization stage with more than half of the
market share . In 2011, Myntra extended its index to incorporate
style and way of life items and moved far from personalization.
Myntra tied up with different well-known brands to distribute an
extensive variety of most recent stock from these brands. Myntra
offered items from 350 Indian and International brands by 2012.
Myntra likewise had easygoing wear for men and ladies. The site
saw the dispatch of Fastrack watches and of Being Human, the
brand. In May 2014, Myntra.com converged with Flipkart to
contend with Amazon which entered the Indian market in June 2013
and other established offline retailers like Future Group, Aditya
Birla Group and Reliance Retail .In 2014, Myntra's portfolio
included around 1, 50,000 results of more than 1000 brands
extending from worldwide brands to designer brands and diffusion
zone of around 9000 pin codes in India.
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phones which could be a conceivable thought process with reference
to why it has wandered totally into smart phones. Pros/cons-Traffic
from the smart phone application may have developed from about
zero to 70% in the space of one year however that didn’t essentially
imply that desktop traffic had declined. So while mobile activity
may have been developing really fast, it was quite possible that
desktop traffic had additionally stayed stable if not expanding. The
other real reason that Myntra decided to clarify the move was the
potential for the cell phone to offer a more customized affair for the
customer.
Value proposition
Myntra's value proposition revolves around giving consumers the
power and ease of purchasing fashion and lifestyle products online.
Offerings such as the largest in-season product catalogue, 100%
authentic products, cash on delivery and 30 day return policy make
Myntra, the preferred shopping destination in the country. To make
online shopping easier for you, a dedicated customer connect team
is on standby to answer your queries 24x7.
Mission: Use technology to democratize fashion & lifestyle and
help people look good. Myntra is a meritocratic, non-hierarchical
and fun workplace. Our employees are empowered with a high
degree of ownership and accountability.
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Vision: To make the world a more stylish, colorful and happier
place.
ADVERTISEMENTS –
The challenge for the advertisements is to communicate the unique
benefits myntra.com offers by transposing those advantages on real
life shopping and to educate and captivate the audience on the
positives of what the realm holds. They lately came up with an
outdoor campaign named “shop online” to spread awareness about
the brand and to showcase the gazillions of national and
international brands being retailed under one banner
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Myntra came up with Television commercial lately which is Above-
The-Line advertising. The first TVC ad was created by Taproot
India with the theme “Real life mein aisa hota hai kya?” highlighting
the various benefits of online shopping like free home delivery, cash
on delivery and 30 day return policy. Myntra also unfurled OOH
(out of home) campaign to build awareness.
Benefits of online advertising
.1 Cost
The low costs of electronic communication reduce the cost of
displaying online advertisements compared to offline ads. Online
advertising, and in particular social media, provides a low-cost
means for advertisers to engage with large established communities.
Advertising online offers better returns than in other media. Online
advertising rates are set through a combination of ad size, ad
location, ad performance and market demand.
2 Measurability
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Online advertisers can collect data on their ads' effectiveness, such
as the size of the potential audience or actual audience response,
how a visitor reached their advertisement, whether the
advertisement resulted in a sale, and whether an ad actually loaded
within a visitor's view. This helps online advertisers improve their
ad campaigns over time.
3 Formatting
Advertisers have a wide variety of ways of presenting their
promotional messages, including the ability to convey images,
video, audio, and links. Unlike many offline ads, online ads also can
be interactive. For example, some ads let users input queries or let
users follow the advertiser on social media. Online ads can even
incorporate games.
4 Targeting
Publishers can offer advertisers the ability to reach customizable
and narrow market segments for targeted advertising. Online
advertising may use geo-targeting to display relevant
advertisements to the user's geography. Advertisers can customize
each individual ad to a particular user based on the user's previous
preferences. Advertisers can also track whether a visitor has already
seen a particular ad in order to reduce unwanted repetitious
exposures and provide adequate time gaps between exposures.
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5 Speed
Once ad design is complete, online ads can be deployed
immediately. The delivery of online ads does not need to be linked
to the publisher's publication schedule. Furthermore, online
advertisers can modify or replace ad copy more rapidly than their
offline counterparts.
6 Coverage
Online advertising can reach nearly every global market, and online
advertising influences offline sales.
7. Deliverability and flexibility
Internet ad is delivered in relative 24 hours a day, 7 days a week and
31 days a month.
.8 Tracking
Marketers can track how users interact with their brand and earn
what is of interest to their current customs and prospective.
PROMOTIONS
● Ad words: Ad words are Google ads on search engines, when
people search for any product related keywords it appears.
They have bought ad slots on various websites related to their
products to tap the untapped market. For example facebook
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and inkfruit. Initially online websites pull off their promotions
online which is low on budget and high on impact.
● SEM (Search Engine Marketing): Myntra will go bankrupt if
it will invest all their capital on ad words. SEM is the process
through which a website gets traffic or visibility on search
engines. Myntra is doing SEM through articles and link
exchanges; they are very technical in nature and often needs
experts. Myntra has developed Style mynt blog wherein they
have provided customers with latest fashion styles of the
season through their range of products.
● Link exchange is an effective internet marketing system that
makes it easy to increase traffic to your website. With
increased link popularity comes increased search engine
ranking and if channelized efficiently, it can become cash cow
for the company. It gets company direct traffic, helps in
building relationship with other websites and search engine
optimization
● The promotion codes have been made to lure customers
through discounts and coupons.
● From online to Tele: With increasing cash flows and IPO
funds, Myntra came up with Tele Vision Commercials and
also they are doing viral advertising by outdoor campaigning,
e-mails, hoarding placement and cross campaigning.
The journey from Foundation – The Launch
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● The journey of Myntra started from 2007 when Mr. Mukesh
Bansal with Vineet Saxena and Ashutosh Lawania was backed
up by Erasmic Venture Fund. They opened the first e-commerce
B2B fashion store in India. Initially, they worked on the B2B
platform. Myntra was a one stop solution for personalized gift
items with products like T-Shirts, Mouse Pads, Mugs, and other
general products till 2010.
● In 2011, Myntra decided to divert from personalized products to
lifestyle segment. This is the year when they launched brands like
Being Human and Fastrack Watches on their platform. It marked
their rigid stand in the fashion world on the online platform.
● In 2012, it recorded to offer fashion elements from 350 brands,
from India and was the first to get International brands on a large
scale.
● 2014 remained the year of transformation for them, as Flipkart
took over their company. It recorded a total coverage of 9000 pin
codes in India, with 1000 brands as their working partner. In
2015, it recorded to include 150000 products in their online
portfolio.
● Change is inevitable and Myntra’s steady success remained in the
market, for their acceptance of this change. In the year 2015, they
moved on to the app mode for mobile users. With an initial
research and survey, they found out 90 percent of users are using
the mobile platform. Myntra came up to the decision and applied
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the same to get immense success. 2015 is also the year when
Myntra acquired a Bangalore based Mobile App firm – Native5.
This acquisition expanded their online presence to a greater level,
in the Indian market.
● In 2016 Myntra acquired its rival fashion platform, Jabong.com
and established their supremacy in the online fashion world of
India. 2017 is another year when Myntra proved its presence in
the market by partnering itself with Ministry of Textiles. With
this partnership, they started to promote handloom industry over
the online platform in India.
Marketing Strategy of Myntra that brought them Immense
Success
• Myntra has been founded by some IIT passed out graduates in
the year 2007. It was not the first company in India to work on
the e-commerce platform. So, the competition was high. The
strategy it pulled up for success had been their marketing mix.
They worked on the niche of garments and fashion. Gradually
they covered all segments of the same and created a completed
coverage of all lifestyle items. It made them a brand in Indian
Market by 2014.
• Technology has been another great area that Myntra worked on.
Starting initially at the online platform, they continued to
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upgrade themselves with technology. Understanding the trend of
users, they switched to Mobile app version swiftly. It gave a big
thrust to its competitors by 2016.
• Logistics had remained the key success area for Myntra too.
They expanded fast to cover around 9000 Pin codes in India and
thus created a sensation to its competitors. The distance between
physical buying and buying from an e-commerce platform can
be shortened with a highly nurtured logistics. Myntra ensured the
same to retain its supremacy in the Fashion world of India.
• In terms of promotion, Myntra never left out any platform for
its success. However, their approach was not like the other
competitors. A perfect strategy has been knitted every time by
them in social network marketing. Marketing on Facebook,
YouTube, and Twitter was focussed but was not made rigorous
to disturb the users. Solution providing attitude has been
maintained to reach users every moment. Most of the time, their
advertisement strategy remained targeted at the core
competency. They held over the competitors – and thereby
placed their style statement prominently.
PRODUCTS
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Myntra has tied up with top fashion and lifestyle brands in India,
such as Nike, Reebok, Puma, Adidas, Lee, Converse, Lotto, FIFA,
John Miller, Indigo Nation etc.
To offer a wide range of current season merchandise from these
brands Myntra currently offers products from more than 200 Indian
and international brands. These include shoes for running, tennis,
football, basketball and fitness, along with casual footwear from
world-renowned industry leaders.
There are also casual and dressy footwear for women from
Catwalk, Carlton London and Red Tape to name a few.
WHAT IS E-BUSINESS
E-business (or electronic business) is the term used to describe using
the internet to operate your business. E-business represents only a
fraction of worldwide business, but is one of the fastest growing
sectors and provides entrepreneurs with excellent opportunities to
enter the market.
In a historical sense, the internet is a relatively new way in which to
do business, with the growth of e-business taking off in the 1990's.
The internet provides consumers with an increasing amount of ways
to interact with businesses and has made buying and selling more
competitive worldwide. The rate of globalization has been
significantly impacted by the internet, making it easier for people
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and organizations separated by distance to communicate and
interact with each other
E commerce considered the following attributes:-
Direct electronic interaction between two computer
applications(application to application) or between a person using a
computer .
Interaction involves the completion of a specific transaction or part
of a transaction
The transaction crosses enterprise boundaries either between two
businesses(B2B) or between a business and a consumer (B2C).
Two ways of Transactions:-
Buyer/ seller Transaction
Producer/Consumer Transaction
ERP SYSTEM
ERP- ENTERPRISE
RESOURSE
PLANNING SYSTEM
FRM- FINANACE
RESOURCE
MANAGEMENT
SCM- SUPPLY CHAIN
MANGEMENT HRM-
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HUMAN RESOURCE MANAGEMENT
CRM-CUSTOMER RELATIONSHIP MANAGEMENT
MRP-MANUFACTURING RESOURCE PLANNING
THE STRUCTURE OF THE ERP SYSTEM
Enterprise resource planning (ERP) systems consist of different
modules. A company can therefore decide which modules they need
and only acquire them, not needing to purchase them all, The ERP
systems on the market today have the same main structure, which is
shown in the figure traditionally a system, must integrate three of
the following core modules to belong to the ERP group;
manufacturing, distribution ,finance, and human resources. At the
heart of the ERP systems in the central database that draws from and
feeds it into a series of application supporting diverse company
function . Using a single database streamlines the flow of
information throughout the business.
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CUSTOMER RELATIONSHIP MANAGEMENT
CRM (customer relationship management) is an information
industry term for methodologies, software, and usually Internet
capabilities that help an enterprise manage customer relationships
in an organized way.
OLC:
Right now Myntra is in the 2nd-3rd stage. Reason being the
processes are still in progress. The Process Improvement Process is
being implemented. For e.g. Myntra recently bought Fitiquette, a
developer of virtual fitting room technology and a TC Disrupt
finalist from Sep 2012. It intends to use Fitiquette’s core product on
its retail site to drive more fashion purchases online. Moreover,
acquisition is in full swing. There have been 2 recent acquisitions
by Myntra- The first one in November 2012 when it acquired New
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York based Exclusively.in which has the private label vertical, Sher
Singh. The most recent being Fitiquette- a virtual fitting room.
Figure -OLC
SWOT ANALYSIS
Strengths:
● Serving markets through internet requires less infrastructure
setup.
● Fast delivery at low cost from dedicated warehouses.
● Having a sound infrastructure funded by venture capitalists
which is sufficient to
● reach out any part of the country.
● Dedicated client services through back end services by
deploying 24 hrs call centre.
● Offer a lesser price from the close competitor offering similar
services.
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Weakness:
● Not much penetration of internet in the country.
● Sports not taken much seriously in India.
● Customers always like to get a feel of the product before
buying.
● Has to win the faith of the customers first regarding the
delivery of the product
Opportunities:
● Untapped marketing platform.
● Growth in interest of Indians towards fashion and
lifestyle.
● Dealings directly with suppliers which gives good
margins in the country.
Threats
● Increased Competition
● Government Regulations.
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● Technology Breakdown, Hacking.
● Relationship with 3rd party logistics company
CHAPTER -3
DATA ANALYSIS & INTERPRETATION
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Table No. 1:
Table showing the age of respondents:
Age no of respondents percentage
below 18 15 30
18-30 years 13 26
30-49 years 12 24
above 50 years 10 20
Total 50 100
no of respondents
percentage
Interpretation: From the above graph it is shown those
30% respondents are below 18, 26% are 18 and 30, 24% are
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30-49, 20% above 50 years. It means the majority of people
is below 18 years.
Table No. 2:
Table showing the education background of respondents
no of
Educational responden percentag
background t e
non-
matriculate 4 8
matriculate 11 22
graduation 24 48
post
graduated 11 22
total 50 100
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no of respondent
percentage
Interpretation : From the above graph it is clear that 8%
respondents are non-matriculate, 22% are matriculate, 48%
are graduation, and 22% are post graduated. It means the
majority of people are the people who are graduated i.e. 48%
Table No. 3:
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Table showing occupation of respondents
Occupation no of respondents Percentage
Business 9 18
Service 11 22
Student 23 46
Others 7 14
Total 50 100
no of respondents
percentage
Interpretation : From the above graph it is clear that 18%
respondents are businessman, 22% are service, 46% are
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student, and 14% are others than them. It means majority of
respondents are students
Table No. 4:
Table showing gender of the respondent
no of
Gende respondent percentag
r s e
Male 14 28
Female 36 72
Total 50 100
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no of respondents
percentage
Interpretation: From the above graph it is clear that, 28%
of the respondents are male and 72% people are female. It
means the majority goes to the female.
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Table- 5.
Factors making advertisement more effective
Interpretation:
The main factor that makes advertisement more effective is the presence of film or
sports star or any celebrity. Media and caption follows by it. The least important way in
which advertisement can be made effective is the slogan.
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Table -6
Most attractive type of advertisement
Interpretation:
Table shows that online advertisement featuring discount
coupons are the most attractive type of advertisement.
Advertisement featuring additional purchase and gift with
purchase follows by it. Advertisement featuring shipping
discount is the lowest attractive type of the advertisement.
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CHAPTER -4
FINDINGS
The following are the major findings of the study:
• Majority of the respondents are male (65%) who are
married (66%) and belonging to the age group of 25 to 35
years (70%).
• Among the total respondents of the study, the majority of
the respondents (40.5%) have their family size as four.
• It has been observed that the majority of the respondents
(48%) are qualified with a post graduate level of
education.
• On an average of 52% of the respondents are private
employees.
• Majority of the respondents (45%) are having annual
income between 3 lakhs to 4 lakhs.
• Based upon the study, the majority of the respondents
(36.5%) access Internet from their home.
• It is understood from the table, that majority of the
respondents (48%) are spending less than two hours per
day to access Internet.
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SUGGESTION
The researcher has made personal contact with the respondents who
have purchased products and services through online. It is
concluded that most of the respondents have a good opinion about
online shopping, though there are so many problems to be improved
by the vendors and service providers.
These suggestions are as follows:
• As there are no proper laws for online purchases, they have to be
implemented to prevent the anonymous intruders. This will help
to maintain security and private information properly concerning
the respondents. So the website developers and service providers
should take necessary steps to overcome this problem.
• Web based technologies upgrades creative conceptualization
that would improve the response from technology savvy
consumers. So the firms have to invest in such new technologies.
• Internet environment has to be improved in the areas of art,
dynamic and interactive techniques. This improvement will give
more visual appeal.
• The vendors and service providers should avoid hidden charges.
This will help to avoid increase in price of product.
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CONCLUSION
Summing up everything, a clear story of Myntra can be sketched –
Success from day one! Yes, this has been possible only because of
change adaptability. Myntra remained an icon on e-commerce
platform in India, recognized for the random and rapid changes. It
changed its strategy in marketing and promotions, from time to time
and worked intelligently there. It changed its platform from B2B to
B2C at the right time, when the expansion was knocking at their
door. They opened up the windows to the government for making a
partnership, to giant e-commerce platforms like Flipkart. They
actually offered for a merger and even to hundreds of brands to
increase their gallery size.
In one word, they proved themselves as the leader of the e-
commerce fashion world in the Indian market. Myntra is a perfect
example for all companies with their clear message. They could
make them realize that well-knitted strategy and flexibility in
approach can easily transform a company to Monopoly
E- Business signifies a complete new & profitable way to do
business, providing the all requirements as desired. The Internet is
equivalent to online world where all the resources are not fully
exploited and where customers may gain advantages. Here
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corporations may upsurge their profits further and users may find
the desired product or service easily without stress of shopping
around. Customers keep coming back only if earlier shopping
experiences have been pleasant and successful. In this intricate
business world, the e-retailing will become tremendous business
strategic concept. Most profitable method of business process in
coming decade to the textile and garment industries
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BIBLIOGRAPHY
Book & Author
• Information Note to the Press (Press Release No. 33/2013)
• Internet Marketing (Internet Marketing Acadamy), ISBN:
978-87-7681-815-9, 1st Edition.
• Kotler Philip, Keller and Kevin Lane, Marketing
Management (14th edition), (2000 )PearsonEducation, Inc.
• Seth Jagadeesh N and AtulParvatiyar, Customer relationship
Management, (2004), Saga publication Inc.
Newspaper
• Times of India
• India Today
• Business India
Website
• http://www.myntra.com/
• http://retail.economictimes.indiatimes.com/news/e-
tailing/myntra-explains-itsone-hour-delivery-management-for-
some-e-commerce-purchases/21950837
● http://www.mxmindia.com/2012/07/well-continue-focus-on-
customer-delightsays-myntras-bansal/
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